Özet:

Changes in market conditions and consumer behavior, tendencies for more product homogeneity and increases in product variety have led the way for more establishment of points of sale such as supermarkets, hyper markets, wholesale stores, DIY (do-it-yourself) stores, shopping malls. This diversity and fast change have caused difficulties in consumers decision making on one hand and piling up of products on shelves and storage departments, on the other. Due to the incompetence of traditional advertising to remedy and to provide sufficient effectiveness for such cases, sales promotion as a combination of marketing and communication have drawn more attention. Sales promotion consist of the activities that producers and retailers, as well, use to convince consumers to make their puchases easily and in short time at points of sale. In this article, the position of sales promotion in marketing and communication mix, the tools of sales promotion and effects on consumers, the scale and the conditions that means and strategies of sales promotion activities may be successful will be analyzed in detail, respectively

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